Marketing An Introduction for Students in Ireland (Paperback)
  • Marketing An Introduction for Students in Ireland (Paperback)

Marketing An Introduction for Students in Ireland (Paperback)

Paperback 456 Pages / Published: 13/05/2011
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The fourth edition of this successful and well-established textbook provides an introduction to marketing theory, supported by examples of Irish and international marketing best practice.

New to this edition:

Completely updated perspectives on marketing theory and practice

Each chapter is updated with new vignettes, statistics, theories and examples to reflect dynamic changes and challenges within this discipline

New and updated case studies including the Love Irish Food Initiative, the Community Games Movement, Tayto, Flahavan's Porridge and Dubarry Footwear

Analysis of the changes that have taken place in the Irish marketing environment

Emphasis on the challenges that will face Irish marketers in coming years

A customer-centric approach to marketing is presented as the basis for making key decisions

Additional resources for lecturers include:

PowerPoint slides

Multiple choice questions with answers

Short questions with answers

Case study teaching notes

A `Design a Questionnaire' exercise with answer

Advertisement images and statistics tables from the text


- First and Second year business students at third level

- Students taking a marketing module as part of any other course

Publisher: Gill
ISBN: 9780717149810
Number of pages: 456
Weight: 896 g
Dimensions: 245 x 175 x 28 mm
Edition: 4th Revised edition

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